Strategic development proposal for the selected company

Tema ovog rada je „Prijedlog razvojne strategije za odabrano poduzeće“. U teorijskom dijelu rad polazi od definiranja pojma strategije, strateškog menadžmenta te prikaza procesa strateškog menadžmenta. Prikazan je dosadašnji razvoj poduzeća Krešimir d. o. o. iz Šibenika koje posluje već dvadeset godina. Poduzeće se pretežno bavi turizmom i ugostiteljstvom, a u manjem djelu zastupljena je i obrazovna djelatnost. Kao i kod većine malih obiteljskih poduzeća, ni promatrano poduzeće nema definiranu misiju, viziju, ciljeve i razvojne planove, već se odluke donose na temelju iskustva i intuicije vlasnika poduzeća. Cilj je strateškog menadžmenta u nekom poduzeću upravljanje i korištenje potencijala poduzeća tako da se osigura dugoročan rast i razvoj. Izazovi s kojima se poduzeća suočavaju zahtijevaju proaktivan pristup u pronalaženju i korištenju poslovnih prilika, stoga je cilj ovog rada dati doprinos uvođenju strateškog načina promišljanja. Na temelju prikupljenih podataka i provedenog snimanja okruženja u radu je prikazan prijedlog razvojne strategije počevši od misije, vizije, ciljeva i razvojnih planova za odabrano poduzeće.The theme of this final work is „ Strategy Development Proposal for the Selected Company.“ In its theoretical part the work deals with the definition of the term of strategy, strategic management and strategic management process. It shows the development of the Krešimir, private limited company which has been in business for 20 years now. The company is mainly engaged in tourism and gastronomy and partly in education. As with most small family businesses, the observed company did not have a defined vision, mission, long-term goals and development plans while decisions were made based on experience and intuition of the business owner. The goal of strategic management in a company is managing and use of the potential of the company in a way to insure long-term growth and development. Challenges which businesses are faced with demand proactive approach in finding and using of business opportunities hence the aim of this paper is to give a contribution in introducing of strategic way of thinking. Based on the collected data and conducted environment scanning this paper presents the strategy development proposal starting from vision, mission, goals and development plans for the selected company